United Way of Tampa Bay Electronic Toolkit 2009 - Branding Guidelines Return to Tool Kit Menu

The most fundamental visual element of a brand identity is its brandmark or logo. The new United Way of Tampa Bay brandmark is a sign of a new approach for the future - an approach based on a firm foundation and proud past. Our Brandmark United Ways across the nation and world will be sharing in the transformation of their brandmark. The change to this key element is intended to express new organizational characteristics - innovative, dynamic and results oriented - qualities we need to help us achieve our community impact mission. It is required that all Partner Agencies, affiliates, partners and other users of the United Way of Tampa Bay logo strictly follow our brand guidelines as set forth below. Questions? Contact Marketing at darnold@uwtb.org. Please provide as much detail as possible. Full Color The full color version of the United Way of Tampa Bay brandmark is the primary brandmark of the identity system. It is strongly recommended that this version be used in all applications whenever possible. Correct Color use and coordination is critical. Following is the color breakdown: Pantone (PMS) (for commercial 1-3 color applications): Dark Blue = 287 Light Blue = 287 @ 52% UW Red = 179 UW Gold = 143 CMYK (for commercial printing): Dark Blue = 100c, 74m, 0y, 0k Light Blue = 55c, 40m, 0y, 0k UW Red = 0c, 85m, 89y, 0k UW Gold = 0c, 34m, 85y, 0k RGB (for web or in-house printing): Dark Blue = 13r, 45g, 132b Light Blue = 83r, 119g, 181b UW Red = 254r, 56g, 11b UW Gold = 254r, 179g, 36b        Note: As one of our most important assets, the brandmark must always appear as shown on this page or in one of the color variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements. The trademark symbol (TM) must be used with the brandmark to ensure United Way of Tampa Bay legal rights are protected. Always display the trademark symbol (TM) in the position indicated. Full Color Logo Download the applicable logo below: JPEG TIFF EPS CMYK Illustrator File Color Vector One Color When reproduction or printing constraints prevent the use of the primary full-color United Way of Tampa Bay brandmark, use one of the alternative one-color versions. One-color blue brandmark The one-color blue brandmark is to be used when United Way Blue (PMS 287) is the only available color selection. One-color black brandmark The one-color black brandmark is to be used when black is the only available color selection. These brandmarks should never appear on a website, four-color brochure or any other application where a full-color (four-color process) brandmark is useable. NOTE: when designing a 1-color piece, 95% of the time you should be using the black and white grayscale art along with black copy, you then specify to your printer that everything should be printed in a certain color. ie, 287 blue. One Color Blue Logo JPEG TIFF EPS One Color Black Logo JPEG TIFF EPS Background Control Background colors and graphics can easily overpower or compete with brandmarks. A white outline has been built into the artwork to maintain separation between the United Way brandmark and the backgrounds where it will appear. This outline will not appear when the brandmark is staged on a white background and different color binding-boxes should not be used. Additionally, the box size should not be altered in any form. Special Usage The special usage United Way brandmarks are used when printing on colored surfaces, or screening of inks is not possible. This may occur when reproducing on plastic, glass, metal, fabric or other materials used for merchandise or signage. For printed materials, these brandmarks may only be used when the method of reproduction is faxing and photocopying or the surface of the paper is a color other than white. For example, this may occur when printing a black & white laser print on blue paper. When printing on white paper, the full-color or one-color brandmarks should be used at all times.   Note: These brandmarks should never appear on a website, four-color brochure, one-color brochure or any other application where a full-color or one-color brandmark is useable. The special usage brandmarks may not be reproduced in any color other than United Way Blue (PMS 287), black and white.   Blue special usage brandmark JPEG TIFF EPS On White special usage brandmark Black special usage brandmark JPEG TIFF EPS Line Vector Minimum Size To ensure the integrity of the United Way brandmark, do not reduce its width to less than .75 inches for print or special usage, and 90 pixels or 1.25 inches for screen applications.   Unacceptable uses The consistent and correct application of the United Way of Tampa Bay brandmark is essential. Always follow the standards presented in these guidelines. The examples here illustrate some unacceptable uses of the brandmark.    Note: Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation. Return to Tool Kit Menu